Championing Real Heroes: iluvfarmers Campaign for Consolacion’s Kabalikat sa Kabuhayan Program
Submitted by jayseejohn at April 3, 2012 - 2:51 am
The highest incidence of poverty occurs in the rural areas and we believe that the very people who are feeding us, the farmers who work tirelessly to provide us with food, don’t have to remain poor.
We, Team CPMPC of YMA Season 5, has been tasked to do a wide range of Social Marketing efforts for a poverty alleviation program of the Municipality of Consolacion. We are campaigning to support Kabalikat sa Kabuhayan. It is a project which aims to train farmers about modern fruit and vegetable production.
Basically, farmer beneficiaries from all over go the farm demo site in Consolacion to be trained through the education capabilities of Harbest Agribusiness Inc. The Kabalikat sa Kabuhayan project is currently recieved mobilization funding from SM Foundation Inc. for the project operating costs which includes training and transportation allowance of the trainees.
We aimed for great social impact and awareness by tapping on the social media applications that most people are using today. Our elaborate Social Marketing Plan revolves around a lot of network connections, ad campaigns being disseminated through the new media and raise all forms of support possible since our farmer beneficiaries will need farming tools, supplies, fertilizers, seeds and seedlings to be used in their respective farms.
You will only appreciate what our hero farmers are doing once you really get in under the sun, work long hours, work hungry and thirsty and work without complaining.
Our mission is to 10,000 pesos or signatures of commitment and 1,000 Facebook Page supporters, and create a social impact and raise awareness and sympathy to our farmer heroes.
This beautiful farm site where I’m volunteering on is actually located in Brgy. Danglag, Consolacion, Cebu where farmer beneficiaries of the Kabalikat sa Kabuhayan Program are being trained advanced farming techniques. Yep, I learned this new term called mulching where crop beds are actually covered in plastic.
Thus, we branded the campaign as “iluvfarmers” to unify the values and realize our visions. The logo design, art direction of the campaigns, messages, and brand promise have been consistent as an entity on and offline.
iluvfarmers Facebook Page (facebook.com/iluvfarmers)
After three weeks (Sept 19-October 16, 2011), we had a 137 of Facebook post ‘likes’ meaning people liked the content we present, gained 981 Facebook supporters, 47.75 average Facebook Post Feedback Score per week meaning people actually not only cared enough to read but also liked, shared and commented on photos and statuses we make, 97% increase in Facebook page activity on the third week compared to the third.
iluvfarmers Blog Page (iluvfarmers.blogspot.com)
Also, around 57 people ‘liked’ the iluvfarmers Blog Posts, 218 have read the blog, Facebook supporters more than tripled with 395% increase in number, Facebook supporters read the posts at least 19 times.
iluvfarmers Twitter Page (twitter.com/iluvfarmers)
We also had a 187% increase of status updates in Twitter, Twitter followers replied 135 times, 78% increase in Twitter followers, promoted 21 times by our followers in Twitter and gained the support of personalities online like Jessica Concha and Marc Solis, Janette Toral, Anna Oposa, Bettina del Rosario on Twitter. The Campaign was featured on 19 websites and even made it to the country’s premier blogging institution, CebuBloggers.com. See Annex to see all the messages of support.
We also have asked the endorsement from prominent Cebuano youth personalities and ordinary citizens to become the face of iluvfarmers in a series of ad campaigns that went abuzz online.
Me as one of the 19 Campaign Ambassadors for the iluvfarmers Campaign. See other ad campaigns at : https://www.facebook.com/media/set/?set=a.175720679171043.42584.175424679200643&type=3
Also we have gathered around 1,261 signatures of commitment from the students in different colleges and universities and have pooled together Php 3,225.00 in donations.
If you want to donate or volunteer, call the Consolacion Municipal Agriculture’s Office at this number +63 (032) 564-3391 and look for Ms. Evangeline Puao!